Brand Management (BUS 352) – Dr. Vahagn Asatryan
Project (30%) and Project presentation (5%) – 18-20 pages (and 1-page Executive Summary)
You will work in groups of five or six students, as assigned by your instructor, on a client project obtained by your instructor. Your group will pick one country from a proposed list, conduct research, and prepare a report in the format outlined below. You need to approach this paper as a consulting firm providing information about this country and viable entry strategy to your client. You will use numerous outside resources (see Chicago citation guide) as well as the textbook materials to complete this assignment.
Part 1: As a branding team, prepare a written audit for your client that examines the current state of the brand. Part 1 will comprise 40% of the final grade for the project. This report of six or seven pages should include the following:
Your group will contact the Executive(s)-in-Residence (EiR) assigned for this class to set up one or two meetings to discuss your progress and seek EiR’s feedback. Include me (CC) in your e-mail communications. Attach the Minutes of these meetings and the summary of his or her suggestions, both for the Report and the Preliminary Presentation as an appendix to your Part 1 report.
Format: Your report should be no longer than eight pages, excluding cover page, executive summary, and appendices. This report is due February 16.
Part 2: As the second part of the client project, prepare and present a branding strategy that meets the needs uncovered in Part 1 of the project, and that could be readily implemented by your client. This will require a significant amount of research, thinking, and planning. Present your recommendations and support them with the information you discovered in Part 1 of the project. Part 2 will constitute 60% of your project grade.
Report Format: Your entire written plan (Part 1 and part 2) should be no more than 16 pages, excluding executive summary and appendices. Highlight modifications or additions made based on my feedback in Part 1.
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